Customer Experience
Training Flyer - Cleanliness and Foundation
Customer Experience “70% of experiences are based on how a customer feels they are being treated. What can you do to make it special for every customer and each other”
Introduction to Customer Experience
The Vital Ingredients
McDonald’s Customer Experience
The Vital Ingredients is our name for the everyday things we can do to create the best experience possible, for our customers and each other. They also help us behave and act in a way that will create a great experience for customers and each other.
The Customer Experience is about making sure our customers feel good in our restaurants. It is about what you say and what you do, but most importantly, it is about how you make them feel. When we provide extraordinary experiences to our customers, they: • Feel welcome • Enjoy their visit with us • Look forward to coming back again • Tell their friends good things about McDonald’s • Become loyal customers
Our Customer Experience Vision
“Give the customer what they want, each visit, every time” We want to give everybody a personal experience that makes each customer feel good. We always want to exceed our customers’ expectations and provide experiences that they can only receive at McDonald’s. There are a number of benefits from developing your Customer Experience knowledge and skills: 1. It makes people feel good and will in turn make you feel good 2. You could make someone’s day 3. Giving customers a great experience helps to create a good team-working environment 4. Your restaurant’s team results are directly affected by what you do, and how you behave when you’re at work 5. If you are consistently great, you will have more opportunity for progression within the restaurant
Your Role in Creating Great Customer Experiences At the heart of what we do, is making sure that each and every customer has a great experience. There are three parts to making this happen for every customer. The first part is about how you behave and act when you are at work. The Vital Ingredients are our name for the everyday behaviours you can demonstrate to create these great experiences. This flyer will help you to understand the Vital Ingredients and how your behaviour impacts the Customer Experience. Once you understand the behaviours, the second part is about you understanding the correct procedures to do the job. This information will come from the other flyers and unit workbooks that you will complete as part of your development. The final and most important element is that you are focused on your customers and the experience you are providing them. The key to this is understanding how your behaviour and job role, wherever you are working, impacts the customer experience.
VALUE & RESPECT – those on both sides of the counter Value & Respect customers for who they are and the type of visit they want and expect. You should do your best to adapt your approach to meet their needs. Examples of this include: • Following the 2-metre rule – if you come within 2 metres of a customer, acknowledge them with a warm smile and friendly greeting
• Working as a team and look for ways to help someone else at their station so that you can meet your customers’ needs • Being aware of your customers’ actions and anticipate problems before they occur • Approaching your customers and ask them about their visit, the food, the service, etc
MAKE IT SPECIAL – for every McDonald’s customer Make It Special relates to an action taken that helps to build a special relationship with our customers and each other. Anticipating what a customer might need and then responding without being asked is what makes an experience exceptional. Examples of this include: • Offering to help and if you aren’t sure how you can help, ask • Saying something like “Let me get the door for you” or “You look like you have your hands full. Can I help you with that tray?” • Making small talk with customers when you can • Apologising when mistakes are made, then make it right • Taking extra time with children to make them feel good
FRIENDLY & FAST – a smile can make a day
Friendly & Fast is about understanding who is in a hurry and who requires more care. Examples of this include: • Always working quickly with care and attention, so that your customers can see that you are committed to providing fast service every time • Completing your shift preparations so that you have everything you will need during your shift • Paying attention to any special requests and ensure the customer receives what he or she asked for
BE YOU – let your personality shine through
Be You is about developing your own way of delivering customer experiences that is unique and works for your customers. Examples of this include: • Looking for ways to go ‘above and beyond’ your customers’ expectations • Smiling and make eye contact when interacting with your customers • Using different greetings so as to sound like you are greeting someone for the first time in the day
ENJOY WHAT YOU DO – have fun
Enjoy What You Do is about having fun and showing you are enjoying yourself. Examples of this include: • Giving your team mates a ‘high-five’ when you reach a target during the day • Surprising all of the customers in the restaurant when you reach a target for the day • Giving children a great experience every time they come into McDonald’s to make them feel special
1
Training Flyer - Cleanliness and Foundation
A Great Customer Experience When our customers visit, they expect great Quality, Service & Cleanliness (QSC). This means they want quality food that is hot and fresh, served in a clean and safe environment, by Crew who are friendly and create an exceptional experience. There are four components that make up the customer’s experience – Welcome, Connect, Deliver and Farewell. Every employee in the restaurant contributes to the customer’s experience, so it is important for each person to know his or her role. You can use the Vital Ingredients to help you create exceptional experiences in each of these four components.
1. Welcome
2. Connect
• Value & Respect – Give your customer your complete undivided attention with positive body language (eye contact, warm smile, attentive and enthusiastic body language)
• Value & Respect – Make small talk with your customers and anticipate each person’s unique needs
Your welcome sets the tone for the customer’s visit in the restaurant. Make a great first impression You can do this in the following ways:
Connecting is about understanding what a customer wants and acting in response to that. Connecting with your customers will make their experience more meaningful and can be fun for you too. You can do this in the following ways:
• Make It Special – Learn the names of your regular customers • Friendly & Fast – Greet your customers promptly
• Make It Special – With your regular customers look to find some common ground or pay them a compliment
• Enjoy What You Do – Welcome your customers and give a genuine smile to show you are pleased to be there
• Be You – Keep smiling and use a friendly tone of voice when talking with your customers. This includes times when you are in the Drive-thru
• Friendly & Fast – Compete with a colleague so that everyone gets focused on the customer. For example, how many names of customers can you remember?
• Be You – Create your own friendly two part greeting and greet everyone with a warm smile. Have a few greetings ready so that it sounds natural, and use a friendly tone of voice
“Hi, may I take your order please?”
• Enjoy What you do – Surprise your customers with your enthusiasm and energy
017 018 019
017 018 019
COLLECT COLLECT
3. Deliver
It is important for customers to get what they need and for you to deliver it to them with a smile. You can do this in the following ways: • Value & Respect – Present food with care
4. Farewell
Make a lasting impression and provide a sincere farewell, so that the customer leaves the restaurant feeling good about their experience. You can do this in the following ways:
• Make It Special – Present a child’s Happy Meal directly to them
• Value & Respect – Make sure your customer receives everything they need before they leave
• Be You – Ensure 100% accuracy with every order and strive to exceed your customers’ expectations
• Friendly & Fast – Recognise when your customers are in a hurry and provide a quick farewell to them
• Friendly & Fast – Always work with a sense of urgency
• Enjoy What You Do – Smile and make eye contact with your customers
• Make It Special – Open the door for customers as they leave the restaurant
• Be You – Say goodbye and thank you to everyone each day. Invite people back for their next visit • Enjoy What You Do – Say goodbye to children separately
“Thank you, see you again soon” 2
Training Flyer - Cleanliness and Foundation
What is Customer Recovery? We always strive to create an exceptional experience for our customers. However, there is always a possibility that mistakes can be made that could result in customers being dissatisfied. Customer recovery is all about helping a dissatisfied customer and fixing their problem so that they leave the restaurant with a good service experience.
• Customer recovery is about trust. If you can effectively recover your customers who complain, they will trust you to always fix any problems they have, which will ultimately result in loyal customers • People complain because they want to continue coming back to your restaurant
Why is it Important?
Treat complaints as gifts
Customer recovery is important because: • A customer with a bad experience may complain about the service initially, but will remember how the complaint was handled • If you are not able to fix a customer’s problem, you run the risk of that customer not returning to the restaurant
Tip
• The cost of losing a customer is extremely high, as there is a good chance that they will tell others about their negative experience, possibly resulting in the loss of more customers
Customer complaints are not always a bad thing. When Customers complain, they are giving us the opportunity to fix the problem and make it right. When customers have a problem and they don’t tell us about it, it means we have unhappy customers that may not come back to us
Making it Right: Using the Four Steps to Customer Recovery
When you do encounter a customer complaint, you should use the four steps to customer recovery. They are: • Listen • Ask questions • Sympathise • Fix it now You can use the Vital Ingredients to guide your responses in each of the four steps. This model is a guide and you may do the steps in a different order to suit the individual customer.
1. Listen
The way you listen sets the direction for the customer’s complaint whilst you are with them. Start by introducing yourself and explain that you are there to help.
2. Ask Questions
Listen
• Value & Respect the customer’s opinion and feelings. Do not judge or make assumptions, just listen so that you understand their complaint. Do not interrupt or become defensive. Let the customer express themself • Make It Special – Give your customer your complete undivided attention, don’t get distracted
• Friendly & Fast – Be aware of the customer’s urgency for resolution
Once you have taken the time to listen to the customer and allowed them to express their concerns, it is important to ask questions to check your understanding.
?
Ask Questions
• Value & Respect – Ask open-ended questions, such as: “Could you tell me what exactly happened?”
• Make It Special – Remind them that you are there to help them
• Friendly & Fast – Keep the questions relevant to the customer’s problem
• Be You – If are not sure how to resolve the problem, then ask: “What is the best way for me to resolve this for you?”
• Be You –mirror the eye contact of the customer and where necessary repeat or paraphrase what they are saying to check your understanding
• Enjoy What You Do – If you feel the problem requires the attention of a Manager, then you might suggest: “Let me find my Manager, who will be better able to help you with this”
3. Sympathise
4. Fix It Now
• Enjoy What You Do – Remember you are there to help the customer with their experience and to make them feel good
Throughout all of the time you spend with the customer, one of the keys to success is the ability to show that you care and that you empathise with how they feel.
Sympathise
• Value & Respect – Apologise sincerely: “I can understand your frustration. I apologise for your dissatisfaction”
• Make It Special – Listen attentively, take them at their word and do not question their motives. Say something like “I’m sorry we didn’t get your order right” • Friendly & Fast – Thank the customer for bringing their concerns to you, as it gives you the opportunity to fix it • Be You – Show concern with your body language and tone of voice
• Enjoy What You Do – Be enthusiastic to make it right. “I’d really like to help fix this problem for you”
The customer’s ultimate aim is to find a resolution to the problem so own it even if it is not your fault. Now it is up to you to make it right.
Fix it Now
• Value & Respect – Check that they are satisfied with your solution • Be You – make sure you inform the Shift Manager to prevent a future reoccurrence
• Make It Special – try to exceed their expectations: “Let me replace the medium meal with a large meal”
• Friendly & Fast – Satisfy them on the spot if you can: “Let me replace the order right away”
• Enjoy What You Do – Remember that you are trying to make this customer feel good
Know when to get the Manager
When you are handling a customer complaint, you should immediately ask the Manager for help with any of the following situations: • When a customer uses abusive language or becomes violent • When cash is involved (discrepancies) • Refunds or cancellations (be prepared to explain the situation to your Manager) • Incidents/accidents related to food safety, health and safety, or security (undercooked food, customer injured in the restaurant, lost property, etc) • When a customer complains about rude service • In situations where your customers are intoxicated • When someone from the media asks you questions
3
Customer Experience “70% of experiences are based on how a customer feels they are being treated. What can you do to make it special for every customer and each other”
Introduction to Customer Experience
The Vital Ingredients
McDonald’s Customer Experience
The Vital Ingredients is our name for the everyday things we can do to create the best experience possible, for our customers and each other. They also help us behave and act in a way that will create a great experience for customers and each other.
The Customer Experience is about making sure our customers feel good in our restaurants. It is about what you say and what you do, but most importantly, it is about how you make them feel. When we provide extraordinary experiences to our customers, they: • Feel welcome • Enjoy their visit with us • Look forward to coming back again • Tell their friends good things about McDonald’s • Become loyal customers
Our Customer Experience Vision
“Give the customer what they want, each visit, every time” We want to give everybody a personal experience that makes each customer feel good. We always want to exceed our customers’ expectations and provide experiences that they can only receive at McDonald’s. There are a number of benefits from developing your Customer Experience knowledge and skills: 1. It makes people feel good and will in turn make you feel good 2. You could make someone’s day 3. Giving customers a great experience helps to create a good team-working environment 4. Your restaurant’s team results are directly affected by what you do, and how you behave when you’re at work 5. If you are consistently great, you will have more opportunity for progression within the restaurant
Your Role in Creating Great Customer Experiences At the heart of what we do, is making sure that each and every customer has a great experience. There are three parts to making this happen for every customer. The first part is about how you behave and act when you are at work. The Vital Ingredients are our name for the everyday behaviours you can demonstrate to create these great experiences. This flyer will help you to understand the Vital Ingredients and how your behaviour impacts the Customer Experience. Once you understand the behaviours, the second part is about you understanding the correct procedures to do the job. This information will come from the other flyers and unit workbooks that you will complete as part of your development. The final and most important element is that you are focused on your customers and the experience you are providing them. The key to this is understanding how your behaviour and job role, wherever you are working, impacts the customer experience.
VALUE & RESPECT – those on both sides of the counter Value & Respect customers for who they are and the type of visit they want and expect. You should do your best to adapt your approach to meet their needs. Examples of this include: • Following the 2-metre rule – if you come within 2 metres of a customer, acknowledge them with a warm smile and friendly greeting
• Working as a team and look for ways to help someone else at their station so that you can meet your customers’ needs • Being aware of your customers’ actions and anticipate problems before they occur • Approaching your customers and ask them about their visit, the food, the service, etc
MAKE IT SPECIAL – for every McDonald’s customer Make It Special relates to an action taken that helps to build a special relationship with our customers and each other. Anticipating what a customer might need and then responding without being asked is what makes an experience exceptional. Examples of this include: • Offering to help and if you aren’t sure how you can help, ask • Saying something like “Let me get the door for you” or “You look like you have your hands full. Can I help you with that tray?” • Making small talk with customers when you can • Apologising when mistakes are made, then make it right • Taking extra time with children to make them feel good
FRIENDLY & FAST – a smile can make a day
Friendly & Fast is about understanding who is in a hurry and who requires more care. Examples of this include: • Always working quickly with care and attention, so that your customers can see that you are committed to providing fast service every time • Completing your shift preparations so that you have everything you will need during your shift • Paying attention to any special requests and ensure the customer receives what he or she asked for
BE YOU – let your personality shine through
Be You is about developing your own way of delivering customer experiences that is unique and works for your customers. Examples of this include: • Looking for ways to go ‘above and beyond’ your customers’ expectations • Smiling and make eye contact when interacting with your customers • Using different greetings so as to sound like you are greeting someone for the first time in the day
ENJOY WHAT YOU DO – have fun
Enjoy What You Do is about having fun and showing you are enjoying yourself. Examples of this include: • Giving your team mates a ‘high-five’ when you reach a target during the day • Surprising all of the customers in the restaurant when you reach a target for the day • Giving children a great experience every time they come into McDonald’s to make them feel special
1
Training Flyer - Cleanliness and Foundation
A Great Customer Experience When our customers visit, they expect great Quality, Service & Cleanliness (QSC). This means they want quality food that is hot and fresh, served in a clean and safe environment, by Crew who are friendly and create an exceptional experience. There are four components that make up the customer’s experience – Welcome, Connect, Deliver and Farewell. Every employee in the restaurant contributes to the customer’s experience, so it is important for each person to know his or her role. You can use the Vital Ingredients to help you create exceptional experiences in each of these four components.
1. Welcome
2. Connect
• Value & Respect – Give your customer your complete undivided attention with positive body language (eye contact, warm smile, attentive and enthusiastic body language)
• Value & Respect – Make small talk with your customers and anticipate each person’s unique needs
Your welcome sets the tone for the customer’s visit in the restaurant. Make a great first impression You can do this in the following ways:
Connecting is about understanding what a customer wants and acting in response to that. Connecting with your customers will make their experience more meaningful and can be fun for you too. You can do this in the following ways:
• Make It Special – Learn the names of your regular customers • Friendly & Fast – Greet your customers promptly
• Make It Special – With your regular customers look to find some common ground or pay them a compliment
• Enjoy What You Do – Welcome your customers and give a genuine smile to show you are pleased to be there
• Be You – Keep smiling and use a friendly tone of voice when talking with your customers. This includes times when you are in the Drive-thru
• Friendly & Fast – Compete with a colleague so that everyone gets focused on the customer. For example, how many names of customers can you remember?
• Be You – Create your own friendly two part greeting and greet everyone with a warm smile. Have a few greetings ready so that it sounds natural, and use a friendly tone of voice
“Hi, may I take your order please?”
• Enjoy What you do – Surprise your customers with your enthusiasm and energy
017 018 019
017 018 019
COLLECT COLLECT
3. Deliver
It is important for customers to get what they need and for you to deliver it to them with a smile. You can do this in the following ways: • Value & Respect – Present food with care
4. Farewell
Make a lasting impression and provide a sincere farewell, so that the customer leaves the restaurant feeling good about their experience. You can do this in the following ways:
• Make It Special – Present a child’s Happy Meal directly to them
• Value & Respect – Make sure your customer receives everything they need before they leave
• Be You – Ensure 100% accuracy with every order and strive to exceed your customers’ expectations
• Friendly & Fast – Recognise when your customers are in a hurry and provide a quick farewell to them
• Friendly & Fast – Always work with a sense of urgency
• Enjoy What You Do – Smile and make eye contact with your customers
• Make It Special – Open the door for customers as they leave the restaurant
• Be You – Say goodbye and thank you to everyone each day. Invite people back for their next visit • Enjoy What You Do – Say goodbye to children separately
“Thank you, see you again soon” 2
Training Flyer - Cleanliness and Foundation
What is Customer Recovery? We always strive to create an exceptional experience for our customers. However, there is always a possibility that mistakes can be made that could result in customers being dissatisfied. Customer recovery is all about helping a dissatisfied customer and fixing their problem so that they leave the restaurant with a good service experience.
• Customer recovery is about trust. If you can effectively recover your customers who complain, they will trust you to always fix any problems they have, which will ultimately result in loyal customers • People complain because they want to continue coming back to your restaurant
Why is it Important?
Treat complaints as gifts
Customer recovery is important because: • A customer with a bad experience may complain about the service initially, but will remember how the complaint was handled • If you are not able to fix a customer’s problem, you run the risk of that customer not returning to the restaurant
Tip
• The cost of losing a customer is extremely high, as there is a good chance that they will tell others about their negative experience, possibly resulting in the loss of more customers
Customer complaints are not always a bad thing. When Customers complain, they are giving us the opportunity to fix the problem and make it right. When customers have a problem and they don’t tell us about it, it means we have unhappy customers that may not come back to us
Making it Right: Using the Four Steps to Customer Recovery
When you do encounter a customer complaint, you should use the four steps to customer recovery. They are: • Listen • Ask questions • Sympathise • Fix it now You can use the Vital Ingredients to guide your responses in each of the four steps. This model is a guide and you may do the steps in a different order to suit the individual customer.
1. Listen
The way you listen sets the direction for the customer’s complaint whilst you are with them. Start by introducing yourself and explain that you are there to help.
2. Ask Questions
Listen
• Value & Respect the customer’s opinion and feelings. Do not judge or make assumptions, just listen so that you understand their complaint. Do not interrupt or become defensive. Let the customer express themself • Make It Special – Give your customer your complete undivided attention, don’t get distracted
• Friendly & Fast – Be aware of the customer’s urgency for resolution
Once you have taken the time to listen to the customer and allowed them to express their concerns, it is important to ask questions to check your understanding.
?
Ask Questions
• Value & Respect – Ask open-ended questions, such as: “Could you tell me what exactly happened?”
• Make It Special – Remind them that you are there to help them
• Friendly & Fast – Keep the questions relevant to the customer’s problem
• Be You – If are not sure how to resolve the problem, then ask: “What is the best way for me to resolve this for you?”
• Be You –mirror the eye contact of the customer and where necessary repeat or paraphrase what they are saying to check your understanding
• Enjoy What You Do – If you feel the problem requires the attention of a Manager, then you might suggest: “Let me find my Manager, who will be better able to help you with this”
3. Sympathise
4. Fix It Now
• Enjoy What You Do – Remember you are there to help the customer with their experience and to make them feel good
Throughout all of the time you spend with the customer, one of the keys to success is the ability to show that you care and that you empathise with how they feel.
Sympathise
• Value & Respect – Apologise sincerely: “I can understand your frustration. I apologise for your dissatisfaction”
• Make It Special – Listen attentively, take them at their word and do not question their motives. Say something like “I’m sorry we didn’t get your order right” • Friendly & Fast – Thank the customer for bringing their concerns to you, as it gives you the opportunity to fix it • Be You – Show concern with your body language and tone of voice
• Enjoy What You Do – Be enthusiastic to make it right. “I’d really like to help fix this problem for you”
The customer’s ultimate aim is to find a resolution to the problem so own it even if it is not your fault. Now it is up to you to make it right.
Fix it Now
• Value & Respect – Check that they are satisfied with your solution • Be You – make sure you inform the Shift Manager to prevent a future reoccurrence
• Make It Special – try to exceed their expectations: “Let me replace the medium meal with a large meal”
• Friendly & Fast – Satisfy them on the spot if you can: “Let me replace the order right away”
• Enjoy What You Do – Remember that you are trying to make this customer feel good
Know when to get the Manager
When you are handling a customer complaint, you should immediately ask the Manager for help with any of the following situations: • When a customer uses abusive language or becomes violent • When cash is involved (discrepancies) • Refunds or cancellations (be prepared to explain the situation to your Manager) • Incidents/accidents related to food safety, health and safety, or security (undercooked food, customer injured in the restaurant, lost property, etc) • When a customer complains about rude service • In situations where your customers are intoxicated • When someone from the media asks you questions
3
